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  • Advertising Effectiveness 09 11

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    roshan27
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    This document discusses different methods for measuring the effectiveness of advertising, including pre-testing print and broadcast ads using techniques like consumer jury tests, portfolio tests, and physiological testing. It also covers post-testing ads through penetration tests, impact tests, and triple association tests to measure brand awareness and recall. Finally, it mentions progress tests for measuring sales response, such as the Netapps method and enquiry tests.

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    This document discusses different methods for measuring the effectiveness of advertising, including pre-testing print and broadcast ads using techniques like consumer jury tests, portfolio tests, and physiological testing. It also covers post-testing ads through penetration tests, impact tests, and triple association tests to measure brand awareness and recall. Finally, it mentions progress tests for measuring sales response, such as the Netapps method and enquiry tests.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    34 views7 pages

    Advertising Effectiveness 09 11

    Uploaded by

    roshan27
    This document discusses different methods for measuring the effectiveness of advertising, including pre-testing print and broadcast ads using techniques like consumer jury tests, portfolio tests, and physiological testing. It also covers post-testing ads through penetration tests, impact tests, and triple association tests to measure brand awareness and recall. Finally, it mentions progress tests for measuring sales response, such as the Netapps method and enquiry tests.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 7

    Measuring Advertising Effectiveness

    • What to test?
    • When to test?
    - pre test
    - post test
    • Why measure at all?
    Pre testing print ads -
    • Consumer Jury Test –
    - Order of merit test
    - Paired comparison
    • Portfolio test
    • Mock magazine test
    • Perceptual meaning studies
    Pre testing broadcasting ads -
    • In home projection tests
    • Trailer tests
    • Theatre test
    • Live telecast tests
    Physiological testing -
    • Eye movement camera
    • Galvanometer
    • Perceptoscope or Pupilometric devices
    Post testing the ads -
    • Penetration tests also known as starch test
    (readers per rupee)
    • The Gallup-Robinson impact test
    - recognition Vs aided recall/unaided recall
    • Triple Association Test
    Progress Tests
    (Measuring sales response to advertising) -

    • The Netapps method


    • Enquiry tests

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